Green Marketing, Innovation, and Competitive Advantage: Future Research Directions

A study on sustainable marketing demonstrates that green marketing, green innovation, and green competitive advantage are interconnected strategic elements crucial for corporate competitiveness amid growing environmental and regulatory pressures. This research conducted a Systematic Literature Review (SLR) following PRISMA 2020 guidelines, analyzing 30 high-quality Scopus articles (SJR > 1.0) published from 2015 to 2025. The review focused on the relationships among these variables and their relevance to developing countries such as Indonesia. Findings reveal that green marketing functions as a strategic orientation enhancing corporate sustainability value, while green innovation acts as a key mechanism converting this orientation into product differentiation, process efficiency, and competitive market value. Together, they foster a green competitive advantage, especially when supported by institutional frameworks, green IT empowerment, and environmental capabilities. The narrative synthesis proposes a conceptual model where sustainable competitive advantage emerges from integrating green marketing strategies, sustainable innovation, and organizational capabilities. This study highlights the importance of a holistic strategic approach toward sustainability and suggests future research avenues, including digitalization integration, government policy roles, and extending studies to MSMEs in developing countries. It contributes significantly to green marketing theory and offers a solid basis for empirical exploration.